The Chocolate Challenge

This assignment is designed to be a hands-on comparison of the assigned brand/product (Ghirardelli Sea Salt Soiree, from the intense dark line) and similar products from two of its competitors (Godiva and Lindt). We started with a focus group and spent time as an entire class taste testing all products and comparing product packaging, presentation, etc. Each student comprised 25 words that described their product, and then moved into groups of three to continue the project. By combining words of all members of each individual group, they developed a word cloud to show which words were used most often to describe their product. Those can be seen below. Students were also asked to define the problem and how they would solve it with their advertising. In continuing with the project, student groups are expected to comprise advertising copy with thumbnails for a magazine ad, a 30 second radio spot and a 30 second television commercial.